Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/119976


Title: 陪我一起看吧!虛擬實境廣告中代言人共視與互動對廣告效果之影響-以社會臨場感為中介
The Effects of Co-viewing with Spokes-characters and Interactivity on Advertising Outcomes in Virtual Reality: Social Presence as a Mediator
Authors: 張方瑀
Chang, Fang-Yu
Contributors: 林日璇
Lin, Jih-Hsuan
張方瑀
Chang, Fang-Yu
Keywords: 虛擬實境
廣告
虛擬代言人
廣告態度
社會臨場感
共視
互動性
Date: 2018
Issue Date: 2018-09-03 16:03:31 (UTC+8)
Abstract: 近年已經有多個結合虛擬實境技術的廣告案例出現,虛擬實境特性提供許多種「玩」廣告的方式,因此本研究想透過實證研究了解虛擬實境的特性,是否能產生更好的廣告效果。
  本研究探討在虛擬實境廣告中,有無虛擬代言人及虛擬代言人互動性對廣告效果的影響,分為三組以實驗法進行驗證,並討論社會臨場感的中介效果。
  研究結果顯示,有無虛擬代言人及虛擬代言人互動性對於廣告效果皆無顯著差異,社會臨場感在互動性與廣告效果之間也無產生中介效果,但在後續分析中發現,虛擬實境本身即為互動性極高的媒介,因此僅虛擬代言人出現就能影響社會臨場感。
Reference: 周文忠(2005)。〈虛擬實境之意義與應用〉。《資訊科學應用期刊》。1,121-127。
張玉琳、李秋滿(2014)。〈以媒介豐富與社會臨場感理論探討LINE貼圖價值、流行涉入、網路外部性對虛擬社群意識與黏著度之影響〉。《電子商務研究》,12,419-449。
鄭博文、陶振超(2011)。人如何處理電視新聞中的多資訊成分?從自動處理機制觀點探討結構特徵對注意力與記憶的影響。2011年中華傳播學會年會學術研討會,台灣,新竹。
林亞駿(2012)。從社會促進理論探討影響使用科技英語平台動機因素(碩士論文)。取自臺灣博碩士論文系統。(系統編號100NCKU5028093)
Chris (2016年6月2日)。VR 頭盔/眼鏡是什麼?Cardboard 跟 hTC Vive 又到底差在哪?其實夜市也有賣!【INSIDE】。取自https://www.inside.com.tw/2016/06/02/vr-cardboard-htc-vive
HTC Vive Team (2017年4月18日)。什么是VR广告?人见人爱的全新黑科技!【VIVE】。取自https://blog.vive.com/cn/2017/04/18/vr-ad/
巴哈姆特 (2017年1月7日)。PC單機遊戲VR 新作《駭客紀元》一手體驗 施展殺球來打倒電腦病毒吧!【巴哈姆特】。取自https://gnn.gamer.com.tw/8/142188.html
朱灼文(2016年8月15日)。掌握VR / AR 創意行銷貼近顧客心【動腦雜誌】。取自http://www.brain.com.tw/news/articlecontent?ID=43644&sort=
拓墣產研 (2016年6月3日)。【COMPUTEX 2016】虛擬實境裝置發展趨勢與各廠市場策略【科技新報】。取自https://technews.tw/2016/06/03/computex-vr-ar-equipment/
鄭伊廷(2016年5月23日)。打動客戶的心,避開體驗式行銷常犯的5個錯誤【SmartM】。取自https://www.smartm.com.tw/article/32333334cea3
Ahn, S. J., & Fox, J. (2016). Persuasive avatars: Extending the self through new media advertising. Brown, R., Jones, K. & Wang, M. (Eds.) The new advertising: Branding, content, and consumer relationships in the data-driven social media era. Santa Barbara, CA: Praeger.
Bellman, S., Schweda, A., & Varan, D. (2010). The residual impact of avoided television advertising. Journal of advertising, 39(1), 67-82. doi:10.2753/JOA0091-3367390105
Bellman, S., Rossiter, J. R., Schweda, A., & Varan, D. (2012). How coviewing reduces the effectiveness of TV advertising. Journal of Marketing Communications, 18(5), 363-378. doi:10.1080/13527266.2010.531750
Bierbaum, A., Just, C., Hartling, P., Meinert, K., Baker, A., & Cruz-Neira, C. (2001). VR Juggler: a virtual platform for virtual reality application development. Proceedings of IEEE Virtual Reality 2001, 89-96. doi:10.1109/VR.2001.913774.
Biocca, F. (1997). The cyborg's dilemma: Progressive embodiment in virtual environments. Journal of computer-mediated communication, 3(2). doi:10.1111/j.1083-6101.1997.tb00070.x.
Biocca, F., Harms, C., & Burgoon, J. K. (2003). Toward a more robust theory and measure of social presence: Review and suggested criteria. Presence: Teleoperators and virtual environments, 12(5), 456-480. doi:10.1162/105474603322761270
Bloomberg. (2015, March 25). Mark Zuckerberg's Facebook F8 Keynote in Three Minutes. Retrieved from https://www.youtube.com/watch?v=HXT3MAXYUCg
Boxall, A. (2015, December 11). This VR headset is your backstage pass to a top fashion show. Retrieved from https://www.digitaltrends.com/mobile/dior-eyes-vr-fashion-show-headset-news/
Burdea, G. C., & Coiffet, P. (2003). Virtual reality technology. New York, NY: John Wiley & Sons.
Callcott, M. F., & Alvey, P. A. (1991). Toons sell... and sometimes they don't: An advertising spokes-character typology and exploratory study. In Proceedings of the 1991 Conference of the American Academy of Advertising (pp. 43-52). New York: D’Arcy Masius Benton and Bowles.
Campbell, C., Mattison Thompson, F., Grimm, P. E., & Robson, K. (2017). Understanding Why Consumers Don't Skip Pre-Roll Video Ads. Journal of Advertising, 46(3), 411-423. doi:10.1080/00913367.2017.1334249
Choi, Y. K., Miracle, G. E., & Biocca, F. (2001). The effects of anthropomorphic agents on advertising effectiveness and the mediating role of presence. Journal of Interactive Advertising, 2(1), 19-32. doi:10.1080/15252019.2001.10722055
Coker, K. K. (2010). Social contextual influences on consumer behavior: The impact of group composition and coviewing context on recall of and attitude toward placed brands ((Doctoral dissertation). Available from ProQuest Dissertation and theses database. (UMI No. 3426654)
Dibble, J. L., Hartmann, T., & Rosaen, S. F. (2015). Parasocial interaction and parasocial relationship: Conceptual clarification and a critical assessment of measures. Human Communication Research, 42(1), 21-44. doi:10.1111/hcre.12063
Dua, T. (2014, November 14). Volvo launches virtual reality campaign on Google Cardboard. Retrieved from https://digiday.com/marketing/volvo-becomes-first-automaker-use-google-cardboard-offers-test-drives-new-car/
Edwards, S. M., Li, H., & Lee, J. H. (2002). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up ads. Journal of Advertising, 31(3), 83-95. doi:10.1080/00913367.2002.10673678
Emspak, J. (2016, March 22). What Is Virtual Reality? Retrieved from http://www.livescience.com/54116-virtual-reality.html
Folse, J. A. G., Netemeyer, R. G., & Burton, S. (2012). Spokescharacters: How the Personality Traits of Sincerity, Excitement, and Competence Help to Build Equity. Journal of Advertising, 41(1), 17-34. doi:10.2307/23208318
Forbes. (2014). Pillsbury Doughboy-The Most Popular Spokes characters. Retrieved from https://www.forbes.com/pictures/ffkk45geml/pillsbury-doughboy
Fortin, D. R., & Dholakia, R. R. (2005). Interactivity and vividness effects on social presence and involvement with a web-based advertisement. Journal of business research, 58(3), 387-396.doi: 10.1016/S0148-2963(03)00106-1
Grigorovici, D., M. & Constantin, C., D. (2004) Experiencing Interactive Advertising beyond Rich Media, Journal of Interactive Advertising, 5(1), 22-36, doi:10.1080/15252019.2004.10722091
Haridakis, P., & Hanson, G. (2009). Social interaction and co-viewing with YouTube: Blending mass communication reception and social connection. Journal of Broadcasting & Electronic Media, 53(2), 317-335. doi:10.1080/08838150902908270
Hong, W., Thong, J. Y. L., & Tam, K. Y. (2004). Does animation attract online users’ attention? The effects of Flash on information search performance and perceptions. Information Systems, 15(1), 60–87.
Horton, D., & Richard Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229. doi: 10.1080/00332747.1956.11023049
Jackson, B. (2015, June 3). What is Virtual Reality? Retrieved from http://www.marxentlabs.com/what-is-virtual-reality-definition-and-examples/
Jin, S. A. A. (2010). Parasocial interaction with an avatar in second life: A typology of the self and an empirical test of the mediating role of social presence. Presence: Teleoperators and Virtual Environments, 19(4), 331-340. doi:10.1162/PRES_a_00001
Judith A. G, & Niedrich, R. (2004). Spokes-Characters: Creating Character Trust and Positive Brand Attitudes. Journal of Advertising, 33(2), 25-36. doi:10.1080/00913367.2004.10639159
Keller, K. L. (1993). Conceptualizing measuring and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. doi:10.2307/1252054
Kempf, D. S., & Hapke, J. H. (2008). Exploring the environmental context in which Super Bowl ads are viewed and its effects on ad processing. International Journal of Business Research, 8(3), 139-148.
Kinney, L. & Ireland, J. (2015). Brand Spokes-Characters as Twitter Marketing Tools. Journal of Interactive Advertising, 15(2), 135-150. doi:10.1080/15252019.2015.1101357
Kotler, P. & Armstrong, G. (2014). Principles of marketing. Harlow, Essex, England : Pearson.
Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134-148. doi:10.1016/j.intmar.2013.12.003
Lang, A. (2000). The limited capacity model of mediated message processing. Journal of communication, 50(1), 46-70. doi:10.1111/j.1460-2466.2000.tb02833.x
Lee, M. S., Heeter, C., & LaRose, R. (2010). A modern Cinderella story: a comparison of viewer responses to interactive vs linear narrative in solitary and co-viewing settings. New Media and Society, 12(5), 779-795. doi:10.1177/1461444809348771
Li, H., & Bukovac, J. L. (1999). Cognitive impact of banner ad characteristics: An experimental study. Journalism & Mass Communication Quarterly, 76(2), 341-353. doi:10.1177/107769909907600211
Liao, H. L., Liu, S. H., Pi, S. M., & Liu, Y. C. (2011). Talk to me: A preliminary study of the effect of interaction with a spokes-character. African Journal of Business Management, 5(13), 5356-5364. doi:10.5897/AJBM11.180
Lin, S., & McDonald, D. G. (2007). Effect of peer coviewing and individual differences on reactions to comedy. Paper presented to the Mass Communication Division of the International Communication Association, San Francisco.
Livingstone, S., & Helsper, E. J. (2008). Parental mediation of children's internet use. Journal of broadcasting & electronic media, 52(4), 581-599. doi:10.1080/08838150802437396
Lu, L. C., Chang, W. P., & Chang, H. H. (2014). Consumer attitudes toward blogger’s sponsored recommendations and purchase intention: The effect of sponsorship type, product type, and brand awareness. Computers in Human Behavior, 34, 258-266. doi:10.1016/j.chb.2014.02.007
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of marketing research, 130-143. doi:10.2307/3151660
Malik, G., & Guptha, A. (2014). Impact of celebrity endorsements and brand mascots on consumer buying behavior. Journal of Global Marketing, 27(2), 128-143. doi:10.1080/08911762.2013.864374
McLellan, H. (1996). Virtual realities. Handbook of research for educational communications and technology. New York, NY: Simon and Schuster.
Mihelj, M., Novak, D.& Begus, S. (2014). Virtual reality technology and applications. Retrieved from https://link.springer.com/book/10.1007%2F978-94-007-6910-6
Moore, R. S., Stammerjohan, C. A., & Coulter, R. A. (2005). Banner advertiser-website context congruity and color effects on attention and attitudes. Journal of Advertising, 34(2), 71-84.
Nowak, K. L., & Biocca, F. (2003). The effect of the agency and anthropomorphism on users' sense of telepresence, copresence, and social presence in virtual environments. Presence: Teleoperators and Virtual Environments, 12(5), 481-494. doi:10.1162/105474603322761289
Pairoa, I., & Arunrangsiwed, P. (2016). The Effect of Brand Mascots on Consumers' Purchasing Behaviors. World Academy of Science, Engineering and Technology, International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering, 10(5), 1612-1615.
Phillips, B.J., & Callcott, M. F. (1996). Observations: Elves make good cookies: Creating likable spokes-character advertising. Journal of Advertising Research, 36 (5), 73-79.
Phillips, B. J., & Lee, W.-N. (2005). Interactive animation: Exploring spokes-characters on the Internet. Journal of Current Issues & Research in Advertising, 27(1), 1-17. doi:10.1080/10641734.2005.10505170
Pillsbury. (2018). How Well Do You Know the Pillsbury Doughboy? Retrieved from https://www.pillsbury.com/doughboy
Pires de Sá, F. (2015). The co-viewing 2.0: Detaching from History and Applying in the New Media Age. Култура/Culture, 5(11), 55-64.
Riva, G., Davide, F., IJsselsteijn, W.A. (2003). Persuasive Effects of Presence in Immersive Virtual Environments, Being There: Concepts, effects and measurement of user presence in synthetic environments [Special section]. 192-207. IOS Press
Rubin, R. B.; McHugh, M. P. (1987). Development of parasocial interaction relationship. Journal of Broadcasting Electronic Media. 31(3), 279-292. doi:10.1080/08838158709386664
Shaw, R. (2004). Evolution of rich media. Imedia Connection. Retrieved from http://www.imediaconnection.com/articles/ported-articles/red-dot-articles/2004/jan/the-evolution-of-rich-media/
Short, J., Williams, E., & Christie, B. (1976). The social psychology of telecommunications. London, England: Wiley.
Steuer, J. (1992). Defining Virtual Reality: Dimensions Determining Telepresence. Journal of Communication. 42(4), 73-93. doi:10.1111/j.1460-2466.1992.tb00812.x
Summers, N. (2015, September 28). I ordered 'VRoom Service' in a Marriott hotel. Retrieved from https://www.engadget.com/2015/09/28/vroom-service-marriott-hotel/
Thorson, K. S., & Rodgers, S. (2006). Relationships between blogs as eWOM and interactivity, perceived interactivity, and parasocial interaction. Journal of Interactive Advertising, 6(2), 5-44. doi:10.1080/15252019.2006.10722117
Weisz, J. D., Kiesler, S., Zhang, H., Ren, Y., Kraut, R. E., & Konstan, J. A. (2007, April). Watching together: integrating text chat with video. In Proceedings of the SIGCHI conference on Human factors in computing systems (pp. 877-886). ACM.
Wood, N. T., & Solomon, M. R. (2011). Adonis or atrocious: Spokesavatars and source effects in immersive digital environments. In Eastin, M,S., Daugherty, T., & Burns, N, M. (Series Ed.) Handbook of research on digital media and advertising: User generated content consumption (pp. 521-534). doi:10.4018/978-1-60566-792-8.ch027
Zajonc, R. B. (1965). Social facilitation. Science, 149(3681), 269-274. doi:10.1126/science.149.3681.269
Description: 碩士
國立政治大學
傳播學院傳播碩士學位學程
103464047
Source URI: http://thesis.lib.nccu.edu.tw/record/#G1034640472
Data Type: thesis
Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

Files in This Item:

File SizeFormat
張方瑀.pdf1119KbAdobe PDF8View/Open


All items in 學術集成 are protected by copyright, with all rights reserved.


社群 sharing